There were more than 1.9 billion visits to IKEA.com in 2015. The website is developed as a global standard and then localised into 50 country-specific versions. I’ve been working with content and strategy for the global version of IKEA.com for several years. Most recently, I’ve been responsible for analysing specific content areas and delivering strategies for continued improvement. I’ve also developed content for the section “Ideas”: a foray into online editorial consumer communication.